Advertising Agency: DRAFTFCB JOHANNESBURG, SOUTH AFRICA
Executive Creative Director: Adam Wittert
Creative Director: Molefi Thulo
Creative Director: Molefi Thulo
Scriptwriter: Molefi Thulo/Kush Chetty
Agency Producer: Karin Keylock
Account Supervisor: Mike di Terlizzi
Advertiser's Supervisor: Pieter Klerck
Director: Molefi Thulo/Kush Chetty
Producer: Karin Keylock
Sound Engineer: Paul Geddes
Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
MVO1: Attention!
SFX: Boots clicking together
MVO1: Alright, listen up you maggots! For the next six weeks, you pieces of scum belong to me!
You will not smile unless I tell you to!
You will not eat unless I tell you to!
In fact you will not do anything unless I tell you to!
These six weeks are going to be the worst weeks of your miserable lives!
It is my duty to...
SFX: Car approaches
MVO1: ...make sure you guys are happy and comfortable here.
Whatever you need, don’t hesitate to ask me.
We’re here to have a good time, have a laugh, just enjoy ourselves. So...
SFX: Car drives away
MVO1: ...don’t think this is going to be a walk in the park, it’s going to be hell! Is that understood?
Crowd: Sir, yes Sir!
ANN: Tough isn’t tough in the prescence of a Hilux.
Visit www.HiluxCountry.co.za. to find out more.
Lead the way.
SFX: Toyota mnemonic
ANN: Toyota.
Brief Explanation
The aim of the campaign is to further entrench the Toyota Hilux as an unbelievably tough vehicle.
The ads use people or things that we would normally consider to be tough and prove just how 'tame' they are in the presence of a Hilux.

The Radio ad titled SERGEANT was done by DraftFCB Johannesburg advertising agency for product: Toyota Hilux (brand: Toyota) in South Africa. It was released in the Mar 2009.